This video is sponsored! An eye tracking study on the effects of disclosure timing on children's persuasion knowledge
Austin, TX : American Academy of Advertising
InGangadharbatla, H. (ed.), The Proceedings of the 2018 Conference of the American Academy of Advertising, pp. 121
Article in monograph or in proceedings
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Gangadharbatla, H. (ed.), The Proceedings of the 2018 Conference of the American Academy of Advertising
SubjectCommunication and Media
An experiment (N = 272, ages 10 to 13) was conducted, using eye tracking, to examine the effects of disclosure timing on children’s responses to sponsored content in online videos. Results show that a disclosure that is shown before a sponsored video, leads to more visual attention than a disclosure that is shown during the start of the video. Consequently, the disclosure before the video leads to higher disclosure memory, which leads to a better recognition of the sponsored content as being advertising, evoking more skepticism toward the sponsored content, and finally resulting in less positive attitudes toward the brands, the video, and the influencer.
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